Radisson Promotional Video

Video offers hotels a great opportunity to immerse their guests in their individual stories and to showcase their amenities through their website. 

Research shows that videos on social media platforms like Instagram and Facebook are the stickiest of content and have four times the engagement of a static post.

With rapidly developing technology, video and drone videography are more affordable and flexible than ever. 

Here are some things to know about video stories for hotels. Videos will:

  • Rank higher in search results. Videos are 50 times more likely to achieve organic page ranks in Google than plain text results. Building a library of videos will rank you at the top of the Search Engine Results Pages.
  • Reach decision-makers. Almost 60% of company decision-makers would rather watch a video than read an article or blog post, according to HubSpot research. 
  • Influence group booking decisions. Videos can be the differentiator when busy event planners are sourcing venues.
  • Increase open rates, click-throughs in emails, reduce unsubscribes. Including a video in an email can boost click-through rates up to 65%.

Types of Videos to Consider:

  • A day in the life of your hotel walkthrough 
  • Introduce your amenities, highlight your pool or spa, walkthrough your breakfast service, 
  • Explore a time-lapse of your conference room filling up
  • Introduce and personalize your team
  • Customer Testimonials
  • Drone views of your grounds, pools, golf courses etc.
  • Personal stories, it’s ok to pull some emotional strings like a bucket list experience, a  family reunion or 2nd honeymoon

Video Production Tips:

Hire a professional, but know that many options don’t require a full advertising budget. There are many videographers for hire who will work with your individual story and help your script and shoot and keep to these basics:

Get straight to the point:

  • Keep it brief and informative. Two minutes is considered the maximum length for marketing videos. 
  • Include an introduction that engages interest and piques curiosity
  • Give a comprehensive tour, but speed up transitions between key locations, Don’t waste precious video time in hallways. 
  • Consider typographical enhancements calling out certain features. 

Speak to your audience:

Tailor what you’re showcasing in your video to your target consumer. For example, event planners are going to want to see your meeting spaces and business center highlighted, not families splashing in a pool.

Make a shot list: 

Prioritize the best features of your establishment. Decide what’s in your shots, then allow your camera person can get creative, but in general:

  • Ask to utilize pans and zooms for smaller hotel features, such as the lobby coffee area, guest bathrooms, and standout architectural features.
  • Use longer shots to show the scope of hotel exteriors, landscaping, exhibit halls, and conference rooms. 
  • Always get multiple shots from different angles, so you have a lot of footage to work with in editing.   

Technical Considerations:

  • Autoplay videos are unpopular. Make sure your video does not automatically begin playing without someone clicking the play button.
  • Include subtitles
  • Research a target keyword to guide your video title and video file. Use a keyword tool, such as those offered by Moz or Google Ads, and search words related to the subject of the video. 

Include a clear and prominent call to action:

Viewers who enjoyed your video enough to stay to the end appreciate clear next-steps. For videos, that means a call to action in on-screen text, as well as from the on-air host or voiceover narrator.  

  • Create clickable annotations. Incorporate simple annotations into your YouTube video encouraging people to “Explore More” by visiting your hotel website. For a video targeting corporate planners, this annotation would link to your event venue landing page. 

Re-purpose your videos to your content marketing and advertising campaigns:

Make sure the messaging and style of your videos matches the branding of your hotel and your overall marketing strategy. Then add videos to marketing campaigns across channels. Ideas include:  

  • A marketing email aimed at event planners. The video can feature a professional video of venue spaces at your nationwide properties.
  • Sharing videos on social media platforms, such as Instagram, Facebook, and Twitter. 
  • A blog post including a video of the hotel chef cooking a favorite seasonal recipe. 
  • Providing videos to influencers and affiliate marketers as part of your branded content resources.
  • And, of course, sharing videos on your hotel YouTube channel. 

References:

https://www.forbes.com/sites/forbesagencycouncil/2017/02/03/video-marketing-the-future-of-content-marketing/?sh=242ce8e26b53

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